One of the recurring themes in my consulting, writing and speaking is that the distinction between online and physical shopping is increasingly a distinction without a difference. The key for most brands is to deploy a well harmonized, one brand, many channels strategy and to embrace the blur. Central to this notion is realizing that a physical … Continue reading Retail’s ‘halo effect’: New stores boost a brand’s website traffic by 37%, study finds
For the last five years or so much of retail has been obsessed with becoming "omni-channel." As I pointed out in a Forbes piece last year, this ambition sounds good, but is often ill-defined and poorly focused. The point is not to be everywhere, but to eliminate friction and be remarkable and relevant in the places along the customer journey where it … Continue reading Many retailers still need a ‘Chief Silo-busting Officer’
I have a little confession to make. Despite my including "omni-channel" liberally in speeches I give, in the hashtags of my tweets and in my often shameless self-promotion of my alleged retail strategy and marketing expertise, I kind of hate the term. Here's why. First, it's hardly a new concept or a revelatory insight. I … Continue reading An end to omni-channel?